P&G’s Secret highlights how women bear outsized burden of pandemic in new ads

The campaign also will feature regional and national newspaper ads that include Mans’ poem plus content from the #RaiseItUp social challenge, which includes actress and vocal artist Gabrielle Union and WNBA players including Wilson and Swin Cash posting content to their social accounts today. Citizen Relations is handling PR.

“The 2020 pandemic has exacerbated many of the things women already face, and they have been shouldering the weight of the challenges brought on this year,” said P&G Senior Brand Director Sara Saunders in a statement. “Through our #RaiseItUp initiative, we aim to not only celebrate the strength and resilience of women but also take meaningful action to support them in the areas of their life that mean the most.”

Secret is pledging $1 million to support equality programs and working with YWCA USA to establish a “Secret Missions” fund backing direct assistance to women that includes childcare and career development.

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Pandemic hitting women harder as they sacrifice their career to shoulder the burden of remote learning

As virtual schooling ramps up in some areas, women are being forced to make the choice between caring for their children or prioritizing their own career. This sets up a huge and largely overlooked threat that hangs over women’s participation in the workforce and their recovery from the job losses in the recession.

“So many schools are opening with distance learning, it certainly is a new set of obligations on parents to help their kids move through the day, and we know that women tend to bear the lion’s share of that childcare distance learning work,” said Emily Martin, vice president of education and workplace justice at the National Women’s Law Center.

“As a mom, and I think a lot of women feel this way, we kind of just take it on,” said Gabriela Bradt, a marine biologist and mother of three kids between the ages of four and 11,

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